From Flipping to Fortune

Oct 3, 2017 9:00:00 AM

Joe and Renee Delia think big and pursue growth relentlessly. With only three years of experience in real estate, the Delia Group in Royal Oak, Mich., is building a massively successful organization by following the step-by-step path laid out for them in Keller Williams’ Mega Agent Expansion program*. The program shows agents how to replicate their success and become multi-site business owners.


Currently operating in three locations in the metro Detroit area, the Delia Group is already planning for at least two more locations within the next few months. Nicole Aloe Goetzke, team leader at Keller Williams Royal Oak, says that Joe and Renee, a husband-and-wife power team, are prime examples of how to follow a detailed road map to expansion success. “The development of talent within their organization is driving it to expand. They were early adopters of the Career Visioning process and truly live and promote the KW culture.”

When he first got into real estate in 2013, Joe Delia was flipping houses, but never saw the kind of return that reflected his efforts. “I remember working months and only making $2,500 when I flipped my first house. By helping friends and family, I closed that first year making just $13,000 in real estate.” In 2014, Joe joined a nationally known real estate firm, and a year later, Renee joined him.

The Path to Expansion

Following a trajectory-changing trip to Family Reunion in early 2015, the Delias joined the Keller Williams family. “The culture was such a precise and perfect fit,” recalls Renee. “We were so attracted to the sharing spirit we found here. We shadowed The Perna Team and we loved the ‘a rising tide raises all ships’ philosophy,” adds Joe. “Other teams were so willing to share their hard-won experience with us and truly wanted to help us succeed. It really impacted us. We bought into the abundance mindset that permeates throughout Keller Williams.”

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Late in the fall of that year, the Delias made their way to Expansion Systems Orientation (ESO). At around the same time, one of their top team members was planning to relocate his family out to the west coast and inquired about opening a Delia Group office there. Though they decided against the leap at that time, they credit these discussions and ESO with opening their eyes to a massive opportunity. A month or so later, in November 2015, they expanded to an office in Rochester, which is close to their home. A third office followed in nearby Northville. Joe says that having multiple offices drastically improves his ability to find and attract new talent. “Now I can recruit from a larger pool because we have offices throughout metro Detroit. This affects first-time home buyers too. Expansion helps our sales team and the bottom line, because we have the bandwidth to cover a wide territory rather than having to refer buyers elsewhere.” 

Context Behind the Success

The Delia Group’s 12-month closed volume is $68.5 million with 375 closed units. Goetzke provides context around their success: “Their growth is unique in that the team was built through intentional networking and relationship building with repeat referral sources. The business is enhanced with prospecting and marketing; however, the growth curve has been significantly truncated due to the foundation being built on intentional networking. The Delia Group has brought visibility to networking at a high level as a source of massive amounts of repeat business. This networking has also brought additional talent to the market center.”

Benefits of Expansion

Gary Keller often says there are three main reasons to expand: “to increase profits; to expand the vision for your business so you can attract and retain more and higher quality talent; and to deepen your bench.”

Renee reflects back to their original vision. “The scalability piece is so important. You never know if you will one day want to expand, so we just built as if we would and made sure our systems and processes were robust and efficient.” With their hub office already running seamlessly, and their online and cloud-based systems and processes proven time and again, expansion was a natural progression for the Delia Group. They easily saw the profit potential in duplication and building out from their nucleus

“One of the reasons we feel we’re as successful as we are is that we deliver a pre-appointment package before we even walk into the house,” she explains. “For every seller, within an hour of booking an appointment, a package leaves our office and is delivered to them at work or home that explains why they should hire me and my team. That way, when we arrive at the appointment, we focus mostly on them.”

Build a bigger business across office, state and international borders. 


Download OutFront 14.2 for Joe and Renee's expansion advice. 

Written by Celesta Brown 

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